Studies have shown that LinkedIn generates more qualified B2B leads than any other social network. An introductory guide for entrepreneurs and business owners on getting started with LinkedIn and using it effectively for lead generation.

1. Get Highly-Qualified
Leads & Build Authority
With LinkedIn
Mining the B2B Social Network
+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

2. OUR JOURNEY
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Why & Who
Personal profile
Business page
Groups
Connections
Sharing
Recommendations
We’ll jump right in
Feel free to ask about my background after session

3. MY GOAL
Everyone leaves today with a view into
what LinkedIn can do for your business and a
list of next steps to make it produce for you

4. LINKEDIN IS A BIG SUBJECT
● What are you currently working on?
● What would you like LinkedIn to do for you?
● Network!

5. WHY & WHO
Getting Started

6. LINKEDIN: NOT FACEBOOK
● Think business networking
● Connect professionally
● “Business tool” over “social network”

7. LINKEDIN: B2B BUSINESS IN A BOX
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Market Research
Product Research (profiles, Answers)
Customer Interviews (polls)
Marketing Channel (ads, inbound)
Authority Building (share - strategically)
Community Building (groups)
Global Reach

8. ITS WORTH THE INVESTMENT
www.jillkonrath.com/linkedin-sales-code (optin)
● 84.0% of power users say they’ve generated
“several” or “lots” of opportunities
● Research product/service ideas (look for
their key challenges on prospect profiles)
● Attract leads to you (build authority)
● Long-term (no instant miracles)

9. LINKEDIN: B2C GOLDMINE
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Find suppliers / manufacturers
Find sponsors / advertisers
Find partners / joint ventures
Vet consultants
Recruit top talent

10. PROFESSIONAL PROFILE
Your Personal Presence

11. BE (PROSPECT) SEARCH OPTIMIZED
www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-howto-optimize-your-page-and-profile
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-forMastering-LinkedIn.aspx
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Be complete (follow prompts to 100%)
Include samples of your work (rich media)
List 3 keywords you want to be found for
Sprinkle keywords throughout profile (SEO)
Claim your vanity url
Compelling anchor text for website links
Reorder components ("above the fold")

12. PAID ACCOUNTS
www.linkedin.com/mnyfe/subscriptionv2
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More InMails
More Introductions
OpenLink
More intelligent search
Convey “I’m serious”

13. COMPANY PAGE
Your Business Presence

14. BE (PROSPECT) SEARCH OPTIMIZED
www.socialmediaexaminer.com/preparing-for-the-new-linkedin-design-how-tooptimize-your-page-and-profile
www.socialmediaexaminer.com/optimize-new-linkedin-company-page
offers.hubspot.com/introduction-to-linkedin-for-business
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List 3 keywords company will be found for
Sprinkle keywords through profile (SEO)
List job openings
Use a compelling banner image
Insert a “no bounce” video
Capture & display client testimonials
Display blog posts & other social updates

15. JOIN & CREATE GROUPS
Target Your Niche

16. A COMMON WORLDVIEW
"The goal is not to do business with everybody
who needs what you have. The goal is to do
business with people who believe what you
believe."
~Simon Sinek
www.youtube.com/watch?v=qp0HIF3SfI4

17. HIGHLY-TARGETED PROSPECTING
● A specific cause, niche topic, worldview
● A forum to provide thought leadership
content and build a professional tribe
● Limits (help.linkedin.com/app/answers/detail/a_id/190)
● Send messages directly to group members
● Way to start conversations with prospects
● Check prospects for group membership
● Engage through relevant discussions
● Email & poll within your groups

18. BE (PROSPECT) SEARCH OPTIMIZED
● Search for groups using target keywords
● Create group content using keywords

19. NETWORK & CONNECT
Get Referrals & Introductions

20. START WHERE YOU STAND
● Add people you already know
● Search existing contact lists (gmail, etc.)

21. PERSONALIZE INVITE MESSAGES
● Something from their profile that you find
interesting or relevant
● Names of mutual acquaintances
● Common interests
● Other companies you’ve worked with
(credibility)

22. EXPANDING HORIZONS
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www.1linkedin.co.uk (boost number only)
Open Networkers (LION)
InMail (quality of the message is key)
Network introductions
OpenLink (help.linkedin.com/app/answers/detail/a_id/139)

23. SHARE INSIGHTS
Be a Thought Leader

24. CONTEXT IS KING
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Post discussions to your Groups
Post responses to LinkedIn Answers
Post updates to your Profile
Find existing content related to keywords
What's Hot (www.linkedin.com/today)
Content aggregators (scottcowley.com/blog/algorithmbased-content-aggregator-websites)

25. BE THE "GO-TO" PERSON
● Must be visible, valuable and timely with
your participation
● Be “referable”: consistently share good
information, offer insights and contribute
to the conversation
● Give existing content a different spin, your
unique perspective
● Be in the relationship business, not the
content business

26. ENDORSEMENTS
Social Proof

27. BUILD YOUR SOCIAL PROOF
www.socialmediaexaminer.com/5-linkedin-marketing-tips-to-grow-yourbusiness (#4)
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Recommendations go with positions
Endorsements go with skills
Give to get
Use "ask to be recommended"

28. STAY ENGAGED
Consistency is Critical

29. STAY THE COURSE
blog.hubspot.com/blog/tabid/6307/bid/23454/The-Ultimate-Cheat-Sheet-forMastering-LinkedIn.aspx
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-forGenerating-Leads-With-LinkedIn.aspx
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Make a plan, keep it
Activities (content) calendar
1 hour per day?
Explore features, get LinkedIn savvy
Get group discussion digest emails
Use “save search”
Backup your contacts (www.linkedin.
com/contacts/manage_sources)

30. INVOLVEMENT IS JOB #1
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Like others’ shares
Comment on others’ posts in the group
Share your (helpful) content
Share other (helpful) blog content
Cross-promote with other networks (ie.
bring your pinterest traffic into LinkedIn)

31. GET LEADS
Be "Referable"

32. A 7-STEP PLAN
blog.hubspot.com/blog/tabid/6307/bid/23980/The-7-Step-Program-forGenerating-Leads-With-LinkedIn.aspx
● Its not about the bells/whistles, its about
people - developing relationships
● Stay focused on what matters to your
prospects (resolve their challenges)
● Propose a short initial conversation
● Suggest online meetings

33. THE NEXT LEVEL
Making it a Little More Useful

34. LINKEDIN LABS
engineering.linkedin.com/linkedinlabs
● Swarm
● Resume
● InMaps
● Timeline

35. RECAP
“Selling is all about relationships, building
trust and establishing rapport.”
“It all starts with your profile; it has to be
created with your buyer in mind.”

36. GOAL CHECK
● View into what it can do for your business?
● Next steps to make it produce for you?

37. THE
EXPONENTIAL MINUTE
Abundance Thinking in Action

38. GOOGLE BUYS BOSTON DYNAMICS
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Cloud-connected robots
Mapping off-road? (ie. self-driving cars)
Lunar XPRIZE connection? (Google Moon)
Google Mars?
Homebots?
www.youtube.com/watch?v=LJZQ3n-iQYE

39. AMAZON DELIVERY DRONES
● 30 mins (step closer to Star Trek replicator)
● Local retail becomes a relationship play?
www.youtube.com/watch?v=98BIu9dpwHU

40. Questions?
Feedback?
linkedin.com/in/chrismohritz